Understanding outpatients’ intention to revisit a hospital: a study using theory of planned behavior and satisfaction in an Indonesian hospital

Purpose This study aims to examine the factors influencing outpatient revisit intentions in a private hospital in Bekasi City, Indonesia, using the theory of planned behavior (TPB) and SERVQUAL models. Design/methodology/approach A quantitative, observational-analytic study was conducted using a questionnaire survey with 161 respondents. The data were analyzed using partial least squares structural equation modeling to assess the relationships between service quality, satisfaction and revisit intentions. Findings The results indicate that the SERVQUAL dimensions of tangibility and reliability have the most significant impact on patient satisfaction. Within the TPB framework, perceived behavioral control is the strongest predictor of revisit intention, followed by attitude and subjective norm. Enhancing hospital facilities, cleanliness and reducing service and medication waiting times can improve satisfaction. Strengthening perceived behavioral control through optimal patient scheduling, improving service experiences to enhance attitudes and enhancing positive word of mouth recommendations can further increase revisit intentions. Practical implications This study recommends focusing on improving satisfaction in the tangible and reliability dimensions, such as modernizing hospital facilities, enhancing cleanliness and reducing service and medication waiting times. Service improvements through TPB constructs should prioritize strengthening perceived behavioral control, such as implementing an optimal patient scheduling system; enhancing attitude by delivering high-quality and memorable services; and improving subjective norm through increased positive word of mouth to boost outpatient repeat visit intentions. Originality/value This study contributes to the healthcare marketing literature by integrating SERVQUAL and TPB in the context of outpatient revisit intentions. The findings offer insights for hospital management to develop targeted service improvement strategies, ultimately fostering patient loyalty and competitive advantage.